Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

. . . speak my words

The last element of Cicero’s formula is vital. You need to use words the customer will understand. And if there’s a discrepancy between the language your audience uses and what you use, you should drop your own usage and mimic the audience. Your readers will understand more, feel more comfortable with your proposal, and be more likely to adopt your recommendations.